The Central Depository Services Limited Investor Protection Fund (CDSL IPF) and Branding Edge have successfully conceptualised and executed an innovative Nukkad Natak campaign at the Maha Kumbh Mela 2025 in Prayagraj. The initiative, focused on CDSL’s #BanoAI (Yaani Atmanirbhar Investor) campaign, reached over 3.5 million people over three days, raising awareness about investment scams and the importance of making informed financial decisions.
The campaign featured street plays that communicated key messages on the significance of investing through SEBI-registered platforms. The Nukkad Natak performances, conducted by professional theatre artists, entertained and educated the audience on financial security. One play depicted an investigator uncovering financial scams, while another portrayed a discussion among three investor types at a chai-stall, underscoring the need for vigilance when making financial decisions.
Branding Edge not only scripted and organised the performances but also designed and developed on-ground promotional materials to expand the campaign’s reach.
Mr. Rahul Tekwani, Managing Partner of Branding Edge Strategic Communication and Advisory, shared his thoughts on the initiative:
“CDSL IPF’s commitment to investor protection perfectly aligned with our philosophy at Branding Edge—leveraging innovative storytelling to create meaningful impact. Nukkad Natak, a powerful yet underutilised medium by brands, proved to be an incredibly effective way to engage and educate audiences at the Maha Kumbh. Unlike traditional advertising, street plays create an immediate and personal connection, making complex topics like financial security more relatable and easy to understand. With our deep expertise in financial communication, we crafted a compelling narrative that resonated with the diverse crowd, ensuring that essential investor protection messages reached people at the grassroots level. This initiative not only raised awareness about financial safety but also showcased how creative storytelling can transform investor education. We take immense pride in executing this for CDSL IPF and remain committed to exploring new, impactful ways to communicate critical financial knowledge.”
